Offering rewards helps retailers engage with today’s digitally savvy consumer. In fact, research shows most moms (81%) are more likely to respond positively to brands that offer incentives, and 72% would take a survey or poll if provided with an incentive.
The online study, conducted by PunchTab, a multichannel loyalty and engagement solutions provider, surveyed moms between the ages of 18 and 44. The research, titled: Scoring With Mom: The Secrets For Engaging Moms To Try, Buy And Share, yielded 547 total responses from across the U.S
“Moms are the most critical demographic segment for many brands,” stated Angela Sanfilippo, CMO at PunchTab. “They are the primary decision makers when it comes to household purchases, and influence $2.4 trillion in spend every year. Everyone wants to engage this audience segment. The question is: what motivates moms to take action? This study offers definitive evidence that providing moms with the right incentives can boost word-of-mouth and drive sales across a company’s entire brand portfolio.”
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The report also indicates that non-financial incentives, such as elite status or early access to products, can be effective behavior motivators. In addition to being free, these rewards provide benefits to brands beyond the purchasing and social sharing behaviors and can solidify a customer’s brand loyalty.
Additional findings from the report include:
- Most respondents (73%) said they were interested in loyalty programs;
- More than half (59%) said they would buy other products from a parent company if doing so resulted in more loyalty points;
- More than half (52%) of moms would be willing to take a social action in return for a discount or coupon to use on a future purchase from a broader family of brand products; and
- Almost half (46%) of respondents said they would switch from a competitor’s product to a brand or parent company product in order to earn loyalty points, assuming equivalent product quality.
Moms Value Online Recognition For Content Contribution
More retailers are leveraging user-generated content such as product images and reviews to promote their brands online. In return for these contributions, 23% of moms said they value awards and recognition posted on the brand web site, the survey indicated, and 18% said they valued these acknowledgements on a social media channel.
While these percentages are much lower than for moms who value exclusive access rewards, this group of moms “shouldn’t be overlooked.” The report emphasized that rewards posted for moms’ contributions are particularly valuable to brands because “they create brand specific content that’s interesting for other moms, increasing traffic and engagement on the brand’s online properties.”
